As we work to bring even more value to our audience, we’ve made important changes for those who receive Ad Age with our compliments. As of November 15, 2016 we will no longer be offering full digital access to AdAge.com. However, we will continue to send you our industry-leading print issues focused on providing you with what you need to know to succeed.

If you’d like to continue your unlimited access to AdAge.com, we invite you to become a paid subscriber. Get the news, insights and tools that help you stay on top of what’s next.

Ford Motor Co. has signed a one-year deal with Martha Stewart Living OmniMedia for a multimedia ad package worth an estimated $50 million.

Starting Oct. 1, Ford Division and Lincoln Mercury Co.'s Mercury brand will sponsor the weekly "Good Things" and "Cookie of the Week" segments, respectively, on Ms. Stewart's syndicated TV show. The brands will also get exposure on her radio program and Martha Stewart Living magazine, which lists sponsors of her TV program.

AUTO EXCLUSIVITY

The auto marketer gets auto exclusivity during the TV segments.

The OmniMedia deal will reach Ford's target audience in several different places with compatible messages. The package also is expected to include Ms. Stewart's Web site (www.marthastewart.com), but both sides said that part of the deal hasn't been finalized.

"By having this type of association, it establishes a presence in a programming environment that has a franchised theme, which is easier for people to remember," said Mr. Mancini. An added attraction: Ford doesn't have to worry about programming content, he added.

Another benefit of the partnership, Mr. Mancini explained, is "our ability to serve two objectives-the best interest of the individual brands and . . . the interests of Ford Motor Co."

Suzanne Sobel, publisher and senior VP-advertising sales at OmniMedia, said this is the first year the company has had the opportunity for radio and the Web. "So we are now truly multimedia," she said. "As we grow, the size of our sponsorships will increase."

EMPOWERED WOMEN

Ms. Sobel described the audience for Ms. Stewart's media properties as upscale, educated, intelligent women who are looking for information and who want to be empowered.

"When we sat down with Ford Motor Co., we felt they were looking to reach women who wanted to be empowered and wanted quality products," she said.

The OmniMedia buy comes on the heels of Ford's multimedia ad deal with News Corp., starting this fall on its network, cable TV and Internet properties.

This was "another consolidated buying opportunity for our brands," said David Ropes, director of corporate advertising and integrated marketing at Ford.